Wednesday, April 24, 2013

You Can't Fake Culture

Each semester, students in my sports marketing class make a
short presentation about a sports marketing agency that they have researched.
This “show and tell” exercise gives the class exposure to 20-plus companies
serving the sports industry. The idea is to broaden their perspective on the
breadth of career opportunities available in sports marketing. At the same
time, students are exposed to the “players” in the industry.

The last presentations for the semester were made yesterday,
and a student, Amanda, gave an enthusiastic presentation about The MarketingArm, the Dallas-based agency that helps clients create activation programs for
their sponsorshsips. Perhaps the most striking takeaway from Amanda’s sharing
of The Marketing Arm’s work is the unmistakable influence of the organization’s
culture. The Marketing Arm takes great pride in its culture; events such as bowling
day, cookie day and spring break trips serve to energize employees and reward
them for their hard work. It is not surprising that the agency has one several awards for its creative work as well as recognition as a great place to work.

One characteristic of organization culture is that it cannot
be faked. Sure, employees can put on a good show if a visitor shows up, but in
general the shared values that guide and influence how a firm conducts business
are enduring- culture cannot be turned on and off. Organization culture sets
the agenda for what is important. For The Marketing Arm, it is evident that its
people are important. After all, the company’s output is not a product that
rolls off an assembly line; it is the creative efforts of employees working to
deliver profitable ideas for clients.

We want students who aspire to work in sports business to
make it, to achieve their dreams. But, it is also rewarding to see them happy
and fulfilled. Getting an opportunity to break into sports is one thing, but
being able to do so with an organization whose culture values employees (especially
early career professionals (can be the difference between having a job in
sports marketing and having a professional career in sports marketing. Checking
out potential employers in sports marketing should include asking the culture
questions- What are the underlying shared values that guide the organization?
How is culture reinforced in manager-employee interactions? How does culture
impact how customers and clients are served?

Kudos, The Marketing Arm, for your efforts to establish a
culture that is employee-focused. You impressed students in my class!